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PATHWAYCTM
Building a stronger data and digital foundation.
Over three months, Cresco has worked as Pathway CTM’s Growth Partner improving the data, systems and website experience that support the organisation’s work.
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The focus has been clear: create more reliable data, stronger digital journeys and a better foundation for future growth.
THREE-MONTH IMPACT
Why This Work Mattered
Pathway CTM connects young people with employers and career opportunities. From a B2B perspective, the organisation’s value depends heavily on the quality of its student, parent, teacher and school data.
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Employers need accurate information to reach the right audiences, understand engagement and measure impact. When records are incomplete, duplicated or disconnected across different systems, reporting becomes less reliable and valuable opportunities can be missed.
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Cresco was brought in to strengthen that foundation cleaning existing records, improving how new data is collected and creating a clearer digital experience for every audience.
Cleaner Contact Data
Over 4,000 accurate teacher contacts established, alongside the removal of any inaccurate parent records.
Stronger School Data
5,407 school and education accounts standardised and implementing a system helping us identify schools that have a teacher registered.
A Clearer Digital Presence
11 public-facing pages redesigned with clearer journeys, more consistent branding and stronger SEO foundations.
WHAT WE DELIVERED
Bringing the data, systems and website together.
Rather than treating each issue separately, Cresco looked at how information moves through the entire organisation, from the moment someone registers to how their data is stored, segmented, reported and used.
CRM & DATA QUALITY
Creating data the business can rely on.
Teacher, school, parent and student data was reviewed and corrected across Pathway CTM’s connected systems.
School details were recovered for around 2,700 teachers, 1,300 contacts were matched to the correct schools and 5,407 school and education accounts were standardised. A further 9,000 parent records were updated with consistent location data.
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The result is cleaner segmentation, more reliable reporting and stronger data for employer campaigns and business decisions.
REGISTRATION & SYSTEM OPTIMISATION
Improving the journey from registration to reporting.
Cresco mapped the complete registration journey across Gravity Forms, Zoho CRM, Zoho Campaigns, Zoho Recruit and DataHub to identify duplicated processes, missing information and integration gaps.
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Student forms were improved with stronger validation, Region capture and more efficient school-data retrieval. Parent and teacher mappings were reviewed and database queries were optimised.
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These improvements make it easier to collect complete information from the beginning, reducing future clean-up and helping data move more accurately between systems.
WEBSITE REDESIGN & SEO
Creating a clearer and more consistent digital experience.
Alongside the data work, Cresco completed a full website audit and redesigned 11 public-facing pages.
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Navigation and page structures were improved to help different audiences find the information relevant to them.
A more consistent visual identity was introduced across the site, alongside updated SEO titles, descriptions and branded social-sharing images.
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The result is a more professional website that communicates Pathway CTM’s work clearly and supports stronger journeys for students, parents, teachers and employer partners.